7-Eleven Rolls Out Alcohol Cashback Program
7-Eleven is expanding its digital value offerings with the nationwide rollout of an alcohol cashback program powered by retail technology platform Swiftly. The move advances the convenience giant’s loyalty strategy while adding a new layer to its retail media and omnichannel capabilities.
How It Works
Swiftly’s Alcohol Cashback program is live at participating 7-Eleven and Speedway stores, delivering real-time, state-specific savings on beer, wine and spirits directly through consumers’ mobile devices. Shoppers who purchase qualifying products and scan their loyalty card or enter their credentials receive near-instant cash back via PayPal, Venmo or a digital prepaid Visa card.
Yaqub Baiani, vice president of digital product management and design at 7-Eleven, said the initiative aligns with the retailer’s ongoing focus on digital convenience and customer value. “We’re always looking for innovative ways to enhance the customer experience and deliver greater value to our customers,” he said in a statement.
Omnichannel Execution Designed to Boost Engagement
The rollout also includes supporting in-store signage and displays that reiterate the same cash-back offers featured in the digital experience. The unified message is intended to drive visibility at the shelf — where many BevAlc-purchase decisions are made — while reinforcing the value proposition inside the retailer’s loyalty ecosystem.
The integrated approach supports broader shifts in convenience retail, where digital promotions, loyalty programs and in-store touchpoints increasingly work together to influence purchase behavior.
Retail Media Implications for a Complex Category
Swiftly manages the regulatory and operational complexities associated with BevAlc promotions, enabling 7-Eleven and brand partners to run targeted, trackable campaigns across states with differing rules — historically a challenge within the highly regulated alcohol category.
The partnership with 7-Eleven also builds on momentum within the convenience channel:
- Earlier this year, Circle K launched a similar BevAlc cash-back program, also powered by Swiftly, across more than 4,300 stores. With the 7-Eleven launch, Swiftly’s program is now available at more than 10,500 convenience retail locations nationwide.
- In September, BP unveiled an integration with the Axonet Retail Media Network that brings targeted in-store media, loyalty offers and Allure digital coupons to more than 8,500 convenience and travel-center locations.
- EG America, operator of brands including Cumberland Farms, launched its own retail media capabilities earlier this year after it also joined the Axonet RMN, further expanding the network’s aggregated convenience reach.
- Convenience retailers continue investing in mobile-first, loyalty-driven digital incentives that integrate with retail media networks and supplier activation strategies.
The cashback expansion at 7-Eleven aligns with broader consumer trends toward mobile-enabled value offers, particularly for categories tied to social occasions and planned purchases. Convenience retailers are increasingly competing on ease, personalization and instant savings — factors that have grown in importance amid heightened price sensitivity.
